Sansiri has unveiled its business plan 'Sansiri Transformation', a strategy for a major organizational drive focusing on four main areas: Financial Management - Project Development Management - Marketing Strategy Management - and Technology Management. This initiative aims to position the company as a leading technology-driven real estate firm that encompasses all aspects of real estate and living. The company is also preparing to launch 16 new projects worth over 39.26 billion baht, continuing its development of joint ventures with BTS and seeking additional business partners while expanding into international markets. Additionally, they will introduce 'Sansiri Homes', a super hi-end single house brand in Q4, and continue to develop the 'HAUS' brand following positive customer feedback. They are also set to unveil their first PropTech innovation soon. In the first half of 2023, the company reported strong performance with total sales exceeding 15 billion baht, marking nearly a 20% growth compared to the same period last year, with international sales continuing to rise to over 3.7 billion baht. They are confident in achieving their annual sales target of 36 billion baht.

Mr. Apichart Chutrakul, Chairman of Sansiri Public Company Limited, stated, "In the first half of this year, Sansiri achieved satisfactory results with total sales of approximately 15 billion baht, growing over 20% from the same period last year, accounting for over 42% of our total sales target of 36 billion baht set for this year. The international market, which is crucial, also saw sales reaching approximately 3.7 billion baht, representing 46% of our international sales target of 8 billion baht, indicating growth in line with our goals. In the second half of the year, the company will continue to launch approximately 16 new projects worth a total of 39.26 billion baht while implementing the 'Sansiri Transformation' business plan to drive significant organizational change, confident in achieving our annual sales target. Currently, Sansiri has a presale backlog of 37.5 billion baht, which can support revenue recognition for the next four years.

The key highlights of Sansiri's business operations in the second half include the advancement of the organization according to the 'Sansiri Transformation' strategy, which involves a comprehensive organizational overhaul in four areas to strengthen the company. This includes assembling a team of experienced executives in each area to help manage the company towards becoming a leading technology-driven real estate firm that fully encompasses all dimensions of the real estate and living business," Mr. Apichart added.

The important strategies of Sansiri Transformation focus on four areas: Financial Management, Project Development Management, Marketing Strategy Management, and Technology Management.

  • Financial Transformation: Led by Mr. Wanchak Buranasiri, Chief Financial Officer and one of the founding executives of Sansiri.
  • Project Transformation: Managed by Mr. Uthai Uthaisang, Chief Operating Officer, overseeing current and future project development.
  • Marketing Transformation: Led by Ms. Arunporn Limsakul, Executive Vice President - Marketing Division, focusing on reaching a broader consumer base.
  • Technology Transformation: Directed by Dr. Tiwicha Trakulyingyong, Chief Technology Officer, aiming to position the company as a leading technology-driven real estate firm.

Mr. Uthai Uthaisang, Chief Operating Officer of Sansiri Public Company Limited, stated that in 2023, they plan to launch 19 new projects worth a total of 44.46 billion baht, including 9 single house projects valued at 19.4 billion baht, 8 condominium projects worth 24.2 billion baht, and 2 townhouse projects valued at 860 million baht. In the first half of the year, Sansiri has already developed 3 projects, resulting in total sales (presales) of approximately 15 billion baht, or 42% of the total sales target of 36 billion baht set for this year, despite launching relatively few new projects, reflecting strong customer response. In the second half of the year, the company will continue to launch approximately 16 new projects worth a total of 39.26 billion baht, including 7 condominium projects valued at 22.35 billion baht, 8 single house projects worth 16.15 billion baht, and 1 townhouse project valued at 760 million baht.

In addition to developing new projects, factors contributing to the success of sales in the first half of the year include continuous expansion into international markets. In the first half, they achieved sales of 3.7 billion baht, representing 46% of the international sales target of 8 billion baht. The most popular projects among foreign customers include condominium projects under the collaboration between Sansiri and BTS, such as 'The Line' projects, 'The Line Sukhumvit 101', and 'The Line Phahol - Pradipat', as well as 'The Base Central Pattaya', which received positive responses from customers from Hong Kong, China, Singapore, and Taiwan. Another significant factor is the launch of the '98 WIRELESS' project, valued at 8.7 billion baht, which is Sansiri's flagship condominium that officially opened for sale in March, currently achieving 60% sales. Additionally, the affordable segment condominium projects have seen increased sales compared to last year, with the successful sales of all four 'D Condo' projects: D Condo Nim Chiang Mai, D Condo On Nut-Rama 9, D Condo Kanjanavanit, and D Condo Kathu-Patong. They also successfully sold 'The Base Central Pattaya' and 'Baan Kiang Fah' in provincial markets. The key strategies for the second half of the year include:

  1. Continuing the success of projects under the joint venture with BTS by advancing the long-term project launch plan. In the past two years, they have developed 8 projects worth a total of 30 billion baht. In the first half of this year, they launched an additional project, 'The Base Petchkasem', valued at 1.9 billion baht, and plan to launch 3 more projects worth a total of 10 billion baht in the second half. The company is also looking for additional business partners to strengthen future operations.
  2. Targeting the high-end market by planning to launch 'Sansiri Homes', a super hi-end single house project in Q4 of this year, following the success of the 'Sansiri Homes Sukhumvit 67' project in 2006.
  3. Fully advancing into international markets to maintain leadership as a trusted Thai real estate company, achieving the highest market share for four consecutive years. In the first half of this year, they generated sales of 3.7 billion baht and expect to meet the international sales target of 8 billion baht in the second half.
  4. Continuing to develop condominiums under the 'HAUS' brand, which features resort-style condominiums with large gardens amidst nature. They have already successfully launched two projects: Hasu HAUS and Mori HAUS, which cater to customers seeking residences close to nature in urban areas. The target audience for the HAUS brand primarily consists of buyers looking for actual residences, with significant interest from Japanese customers in both projects.
  5. Advancing the development of technology for living to create new innovations in Property Technology, being the first in Thailand to fully implement this. In the second half of the year, they will introduce new innovations and technologies in business operations, project development, and new services for customers, such as the 'Delivery Robot', which can deliver food or items to residents' doorsteps, with plans to pilot this in 'The Monument Sanampao' project by the end of this year.

"Given the company's performance in the first half of the year, which has grown nearly 20% compared to last year, combined with the overall business plan of Sansiri to fully embrace the Sansiri Transformation with a strong management team and other supportive factors for organizational growth, Sansiri is confident that it will achieve its target of 36 billion baht set for this year," Mr. Apichart concluded.

Source: Sansiri